Cadbury has launched a campaign to announce the return of Cadbury Dairy Milk Coins for this Christmas. After almost a decade away from UK shelves, Cadbury is bringing back its Dairy Milk Chocolate Coins and celebrating their return with a fully integrated campaign which is a no holds barred celebration of getting over-excited about Christmas.

The campaign will run across DOOH, social, print and digital until 17 December and will be supported by owned channel activity by Elvis. Publicis Media is responsible for media planning and execution.

To kick off the campaign, Cadbury and its agency of record, VCCP London, unveiled a special build billboard in Leeds, created by brand experience agency Energy, which features a poster that Cadbury just couldn’t stop adding decorations to. Premature Christmas excitement spills out of the poster as baubles and fairy lights take over the whole building.

Cadbury Dairy Milk Coins also tracked down three homes where the occupants just can’t wait to decorate for Christmas and who always go overboard. Cadbury helped them to make their homes extra Christmassy with special Cadbury Coins lights and captured the results for social media, with filming taking place in October.

This is complemented by an innovative triptych of OOH ads which sees tinsel, glitter and Christmas decorations bursting out from the Cadbury Coins ad and spilling over into neighbouring, much more seasonally appropriate ads. Social assets follow a similar theme, with unapologetically unconstrained Christmas excitement bursting out from Cadbury Dairy Milk Coin ads.

“Cadbury Coins had been missing from UK shelves for almost a decade, so we wanted to make a lot of noise to celebrate their return,” said Emma Jayne Paxton, Senior Brand Manager for Cadbury Christmas and Halloween at Mondel?z International. “Coins coming back meant our Christmas spirit was revitalised and we’ve unapologetically gone all out with our decor to shout about their return, spreading our contagious festive cheer. Bring on Cadbury coins and bring on Christmas.”